publication . Article . Other literature type . 1997

ASSESSING THE EFFECTIVENESS OF MPP AND TEA ADVERTISING AND PROMOTION EFFORTS IN THE JAPANESE MARKET FOR MEATS

Comeau, Allison; Mittelhammer, Ronald C.; Wahl, Thomas I.; Comeau, Allison; Mittelhammer, Ronald C.; Wahl, Thomas I.;
Open Access
  • Published: 01 Jan 1997
Abstract
An Inverse Almost Ideal Demand System is utilized to determine the effectiveness of Market Promotion Program (MPP) and Target Export Assistance (TEA) advertising and promotion expenditures in the Japanese market for meat. Using annual data, it is found that beef advertising and promotion has had a positive and significant effect on the demand for beef. There is insufficient evidence to conclude that pork and poultry advertising and promotion increased the demand for either commodity.
Subjects
free text keywords: Marketing,, Marketing
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publication . Article . Other literature type . 1997

ASSESSING THE EFFECTIVENESS OF MPP AND TEA ADVERTISING AND PROMOTION EFFORTS IN THE JAPANESE MARKET FOR MEATS

Comeau, Allison; Mittelhammer, Ronald C.; Wahl, Thomas I.; Comeau, Allison; Mittelhammer, Ronald C.; Wahl, Thomas I.;